PlusGas is probably the most effective lubricant of its kind – but it was being drowned out by its dominant rival WD40. And so, French multi-national Saint Gobain asked SURE! to help relaunch this British heritage brand to a new generation of customers and revitalise sales.


After doing extensive qualitative research to discover current market perceptions, we developed a powerful platform to reinvigorate the PlusGas proposition - ‘The Best is Back’ – a thought that really pivoted on the product’s British heritage. Creating a suite of launch materials across digital, video and tester packs, we also created a promotional launch campaign with guerrilla tactics. All of which accelerated sales and increased brand awareness dramatically.

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A bold new identity that put this British brand in the hands of a new generation of users across the country.

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